# 'Watch The Video' opt-in button: +28% email opt-ins

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Cta copy
- Test run by: [The Social Man](https://liftarchive.com/practitioners/the-social-man/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/the-social-man/
- Page: https://liftarchive.com/test/the-social-man-optin-button-copy/

Changing the opt-in button from 'Get Instant Access' to 'Watch The Video' lifted The Social Man's email opt-in rate from 11.9% to 15.3%, a 28% gain. The Social Man, a dating and social skills coaching business, ran the test on a squeeze page for cold paid traffic. It was published as a VWO case study.

## Result

**+28% email opt-ins**

- Email opt-in rate: 11.9% on control vs 15.3% on the variant.
- That is a 28% relative lift, or 3.4 percentage points.
- Sample size, duration and confidence were not shared.

## Control

A squeeze page whose submit button read 'Get Instant Access'.

## Variant

The same page with the button reading 'Watch The Video'. Only the button copy changed.

## Why it likely won (our reading)

- 'Watch The Video' tells visitors exactly what they get next, while 'instant access' is vague.
- Watching a video feels like a small, low-risk step compared with getting access to something unknown.
- The button echoed the page's promise of a video, so the action matched what people came for.

## Caveats

All traffic was cold paid traffic from one dating site, and no sample size was given. The source also names the control button 'Free Instant Access' in one place.

## How to run this test

- Hypothesis: If we change the button to name the specific thing visitors get next, then more of them will opt in because the reward is clear and feels small to claim.
- Primary metric: Email opt-in rate
- Guardrail: Video watch rate after opt-in
- Guardrail: Unsubscribe rate in the first week
- Guardrail: Downstream sales per lead
- Who should test it: Lead-gen businesses using a squeeze page with one clear lead magnet, such as a video or guide. It matters less if your button already names the offer.

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Credit: The Social Man ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/the-social-man-optin-button-copy/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.